Sr. Demand Generation Manager

What you'll do

Campaign strategy and execution

• Own end-to-end planning, execution, and optimization of demand gen campaigns across email, webinars, paid media, ABM, and digital channels.
• Build and manage the campaign calendar in collaboration with the Director of Marketing and broader marketing team.
• Develop audience segmentation strategies and targeted campaign tactics aligned with ICP and buyer journey stages.
• Design and execute lead nurture programs that move prospects through the funnel from MQL to opportunity.

Pipeline generation and conversion optimization

• Drive toward the Marketing team’s target of sourced new revenue.
• Analyze campaign performance data to identify what’s working and double down; quickly deprioritize what’s not.
• Build and maintain conversion assets across the funnel: landing pages, forms, and email sequences.
• Continuously optimize each asset to improve conversion rates at every stage, from first website visit to Sales handoff.
• Partner with the paid media strategist to align paid campaigns with organic demand gen and ABM motions for maximum efficiency.

Account-based marketing (ABM)

• Build and own Blackthorn’s ABM strategy and execution, targeting high-value accounts with personalized, multi-channel campaigns.
• Partner with Sales to identify and prioritize target account lists based on ICP fit, intent signals, and pipeline potential.
• Design account-specific plays that coordinate paid, email, content, and direct outreach to drive engagement and pipeline from key accounts.
• Collaborate closely with the GTM Engineer to operationalize ABM workflows, build target account infrastructure, and connect ABM activity to pipeline data in Salesforce®.
• Develop ABM reporting and dashboards that give Sales and Marketing shared visibility into account-level activity and outcomes.

Marketing operations and infrastructure

• Use Pardot and Salesforce® for campaign execution, lead management, scoring, attribution, and the underlying automations that keep the funnel running.
• Maintain clean data hygiene and accurate campaign attribution in collaboration with the Operations team.
• Build and maintain campaign reporting dashboards that provide real-time visibility into pipeline contribution across broad demand gen and ABM programs.
• Manage A/B testing programs across channels to continuously improve performance.

Cross-functional collaboration

• Partner with Sales on lead follow-up SLAs, feedback loops, campaign-to-close alignment, and ABM target account coordination.
• Work closely with the GTM Engineer on technical execution of ABM and demand gen workflows, ensuring marketing and sales systems are aligned.
• Serve as the internal Pardot subject matter expert, partnering with RevOps and SF Admin on larger system changes and ensuring data integrity across the funnel.
• Collaborate with Content to brief and request assets needed for campaigns (landing pages, emails, gated content, account-specific materials).
• Partner with Events to ensure we’re delivering well-rounded pre-, during, and post-event campaign coverage to maximize investments.
• Work with Customer Marketing to weave customer stories and proof points into demand gen and ABM campaigns.
• Support Product Marketing on product launch campaigns and GTM motions.

What we look for

Required

• 5-7+ years of B2B demand generation experience, preferably in SaaS.
• Proven track record of building and scaling campaigns that directly source pipeline and revenue.
• Proven experience building and running ABM programs, including target account selection, multi-channel orchestration, and account-level reporting.
• Deep hands-on experience with Pardot (Account Engagement) and Salesforce®.
• Strong analytical skills; comfortable with funnel metrics, attribution models, and ROI analysis.
• Proficiency using AI tools (Claude, ChatGPT, etc.) to support daily execution, plus a demonstrated eagerness to experiment and test.
• Experience with A/B testing, lead scoring, and multi-touch nurture programs.
• Excellent project management skills. You can manage multiple campaigns simultaneously without dropping balls.

Preferred

• Experience in the Salesforce ecosystem or selling to Salesforce customers.
• Familiarity with ABM platforms and tooling (e.g., Demandbase, 6sense, Terminus, RollWorks).
• Experience working closely with paid media (Google Ads, LinkedIn Ads) and optimizing across paid, organic, and ABM.
• Experience partnering with Sales or Revenue Operations on GTM workflows and shared pipeline goals.